is the most watched news programme in Over the years Finns became closely A breakdown of MTV3’s product contents . attached to MTV. The amount of programme regarding broadcasts and programmes is as The most watched Finnish series in 2005 time constantly increased and broadcast- follows: foreign series and films -50%, Finnish have been MTV3’s soaps “Secret Lives” (Salatut ing changed with the times. There was a pro- news and current affairs talk shows -25%, elämät) and “Cuckoos Nest” (Käenpesä) which longed debate in Finland about allowing the sports shows and news -10%, entertainment are broadcast once a week. A highly viewed young commercial channel to set up its own programmes -8%, drama series -5%, and the and popular reality series shown in spring news programme. It was not until 1981 that rest various service programmes. 2005 was the Finnish version of Donald MTV was officially Trump’s, “The Apprentice” (Diili). The lifestyle granted permission Recent Developments programmes have become more and more for its ‘Ten O’clock MTV MEDIA was a popular and the most watched foreign series News’; MTV’s ‘Seven part of the Finnish were: ER, Without A Trace, 24 and O.C. O’clock News’ began Alma Media corpora- Besides local and foreign shows, soaps, airing in 1990. tion for six years. In films and news, MTV3 has a very large audi- The company January 2005 it was ence who watch MTV3 sports programmes. In obtained its own acquired by Swedish Finland approx. 54% tune in to MTV3 first as operating licence Bonnier&Bonnier the channel of choice when surfing the pro- on January 1, 1993, AB and Proventus grammes. and its programmes Industrier AB. Despite MTV MEDIA is able to offer all forms switched then to the changes in own- of electronic media with wide coverage. its own broadcast ership in recent years, Advertisers can use MTV MEDIA to carry out channel, which was MTV has a clear self- an entire campaign, e.g. beginning with a teas- renamed MTV3. respecting identity and er on MTV3 and ending with online shopping Throughout its his- a strong position in the which the customer can do on the Internet or tory, MTV3 has been Finnish media. MTV3 using their mobile phone. Managing this chain forward looking, aims to give Finns the in a creative way will be the most important introducing viewers most popular brands factor in the future success of MTV MEDIA’s to the latest trends. and contents in elec- operations. On MTV3 advertisers in Finland can It introduced Finns to a text channel that was tronic communications and entertainment. choose a national and regional campaign on and is in heavy use. ten reception areas. For approx. 40 years MTV had been pri- Promotion vately owned, and in 1989 MTV Oy and the MTV3 is one of the strongest brands in Finland History Aamulehti Group merged to form Alma Media where people spend on average one hour every MTV3’s history began in 1957 when it began Corporation, which became the owner of day watching MTV3 channel. MTV3 believes in broadcasting its programmess. MTV Oy, as MTV. At the beginning of 2005 the company the power of marketing and promotes both it was then known, is the third oldest com- became a highly desirable acquisition. After a B2C and B2B marketing and advertising. mercial TV company in Europe. The first news series of dramatic events, the company ended broadcasts went on the air in 1981 and the up in Swedish hands when it was bought by Brand Values first breakfast TV show in the Nordic countries, publishing house Bonnier AB and Proventus MTV MEDIA’s strategy is built on five pillars. Good Morning Finland, was aired in 1989. It Industrier AB. These are content, spirit, sales, the dual-tv- is now almost 50 years (2007) since MTV Oy An owl has been part of the MTV channel channel model and developing new consum- was established. In its earlier years, MTV Oy logo from its earliest version right up to and er products. The most important of these is provided some ten hours of programmes per including the latest version. The owl is one of content. Spirit means the company’s internal week. They were broadcast via the channels the most valuable symbols and assets in the working procedures and values are based on of the Finnish Broadcasting Company () in MTV3 brand. The owl symbolizes the core of respect for the individual. between YLE’s own programmes. The brand the brand, with a smile on its face. It is wise. It started to develop and become part of the stays awake while others sleep. It has excellent Things you didn’t know ABOUT… daily lives of Finnish viewers. It stood out from sight and sees further than others. MTV3’s owl YLE’s programmes with its distinctive pro- belongs to the memories cherished by Finns MTV3 gramming, and many of those who appeared and yet at the same time is a promise of what • MTV3 will keep the clear market leader- in the early programmes became well-known is to come. The first black and white owl logo ship with its high quality programming. local celebrities. was designed by the artist Peppe Nyström. The In addition, it will derive a considerable idea was based on the adver- share of its future revenue from the tising slogan ‘Buy wisely!’. Over Internet, mobile media and new pay-TV the years the channel logo has consumer products. changed shape, in line with the • Television consumption is becoming more times. But the owl has stayed. interactive. The current opportunities from combining television, the Internet Market It has a minority holding of 23,4% in the lead- market share in TV advertising for both chan- Product and mobile phone are paving the way In Finland, MTV3 is largest medium that reach- ing Swedish commercial TV channel TV4. nels amounts to approx. 70%. Over 90% of MTV3 is Finland’s leading TV towards fully digitalized and interactive es approx. three million people daily and over Although the future will be all about mul- MTV MEDIA’s income is from advertising sales. channel with a total audience television. Finland will switch off ana- four million every week. The population in timedia, the jewel in MTV MEDIA’s crown is share of 36% in 2004. The core logue terrestrial networks in 2007 – pos- Finland is approx. 5.2 million. television. Television’s power to attract and Achievements mission of MTV3 is to broad- sibly the first country in the world to do The MTV3 television channel is part deliver communications and entertainment In the target group of 10-44 year olds the cast quality shows. Whether it so. of MTV MEDIA, which in turn is owned by is forever expanding and developing regard- share of viewing during ‘Prime Time’ of MTV3 is the news, sports, entertain- • Interactive MTV3 opens up a new world Bonnier AB (50%) and Proventus AB (50%). This ing programmes offered and technology. The and Subtv was 45% in the first five months ment or dramas, MTV3 always for advertisers in which the goal is to includes brands such as the TV-channel Subtv, seamless co-operation between the two chan- of 2005. The viewers found MTV3´s news pro- wants to begin the day by turn the TV viewer into a customer for a national radio channel, , and a nels, MTV3 and Subtv, and the programming gramme the most interesting compared to inspiring communications and electronic services. regional radio channel, Sävelradio, as well as schedules for both channels promise a strong the other Finnish news programmes. MTV3’s dialogue amongst the Finnish interactive services known as MTV Interactive. media both to viewers and advertisers. The nightly news broadcast, the Ten O’clock News, people. www..fi

60 Superbrands Finland 61 is the most watched news programme in Over the years Finns became closely A breakdown of MTV3’s product contents Finland. attached to MTV. The amount of programme regarding broadcasts and programmes is as The most watched Finnish series in 2005 time constantly increased and broadcast- follows: foreign series and films -50%, Finnish have been MTV3’s soaps “Secret Lives” (Salatut ing changed with the times. There was a pro- news and current affairs talk shows -25%, elämät) and “Cuckoos Nest” (Käenpesä) which longed debate in Finland about allowing the sports shows and news -10%, entertainment are broadcast once a week. A highly viewed young commercial channel to set up its own programmes -8%, drama series -5%, and the and popular reality series shown in spring news programme. It was not until 1981 that rest various service programmes. 2005 was the Finnish version of Donald MTV was officially Trump’s, “The Apprentice” (Diili). The lifestyle granted permission Recent Developments programmes have become more and more for its ‘Ten O’clock MTV MEDIA was a popular and the most watched foreign series News’; MTV’s ‘Seven part of the Finnish were: ER, Without A Trace, 24 and O.C. O’clock News’ began Alma Media corpora- Besides local and foreign shows, soaps, airing in 1990. tion for six years. In films and news, MTV3 has a very large audi- The company January 2005 it was ence who watch MTV3 sports programmes. In obtained its own acquired by Swedish Finland approx. 54% tune in to MTV3 first as operating licence Bonnier&Bonnier the channel of choice when surfing the pro- on January 1, 1993, AB and Proventus grammes. and its programmes Industrier AB. Despite MTV MEDIA is able to offer all forms switched then to the changes in own- of electronic media with wide coverage. its own broadcast ership in recent years, Advertisers can use MTV MEDIA to carry out channel, which was MTV has a clear self- an entire campaign, e.g. beginning with a teas- renamed MTV3. respecting identity and er on MTV3 and ending with online shopping Throughout its his- a strong position in the which the customer can do on the Internet or tory, MTV3 has been Finnish media. MTV3 using their mobile phone. Managing this chain forward looking, aims to give Finns the in a creative way will be the most important introducing viewers most popular brands factor in the future success of MTV MEDIA’s to the latest trends. and contents in elec- operations. On MTV3 advertisers in Finland can It introduced Finns to a text channel that was tronic communications and entertainment. choose a national and regional campaign on and is in heavy use. ten reception areas. For approx. 40 years MTV had been pri- Promotion vately owned, and in 1989 MTV Oy and the MTV3 is one of the strongest brands in Finland History Aamulehti Group merged to form Alma Media where people spend on average one hour every MTV3’s history began in 1957 when it began Corporation, which became the owner of day watching MTV3 channel. MTV3 believes in broadcasting its programmess. MTV Oy, as MTV. At the beginning of 2005 the company the power of marketing and promotes both it was then known, is the third oldest com- became a highly desirable acquisition. After a B2C and B2B marketing and advertising. mercial TV company in Europe. The first news series of dramatic events, the company ended broadcasts went on the air in 1981 and the up in Swedish hands when it was bought by Brand Values first breakfast TV show in the Nordic countries, publishing house Bonnier AB and Proventus MTV MEDIA’s strategy is built on five pillars. Good Morning Finland, was aired in 1989. It Industrier AB. These are content, spirit, sales, the dual-tv- is now almost 50 years (2007) since MTV Oy An owl has been part of the MTV channel channel model and developing new consum- was established. In its earlier years, MTV Oy logo from its earliest version right up to and er products. The most important of these is provided some ten hours of programmes per including the latest version. The owl is one of content. Spirit means the company’s internal week. They were broadcast via the channels the most valuable symbols and assets in the working procedures and values are based on of the Finnish Broadcasting Company (YLE) in MTV3 brand. The owl symbolizes the core of respect for the individual. between YLE’s own programmes. The brand the brand, with a smile on its face. It is wise. It started to develop and become part of the stays awake while others sleep. It has excellent Things you didn’t know ABOUT… daily lives of Finnish viewers. It stood out from sight and sees further than others. MTV3’s owl YLE’s programmes with its distinctive pro- belongs to the memories cherished by Finns MTV3 gramming, and many of those who appeared and yet at the same time is a promise of what • MTV3 will keep the clear market leader- in the early programmes became well-known is to come. The first black and white owl logo ship with its high quality programming. local celebrities. was designed by the artist Peppe Nyström. The In addition, it will derive a considerable idea was based on the adver- share of its future revenue from the tising slogan ‘Buy wisely!’. Over Internet, mobile media and new pay-TV the years the channel logo has consumer products. changed shape, in line with the • Television consumption is becoming more times. But the owl has stayed. interactive. The current opportunities from combining television, the Internet Market It has a minority holding of 23,4% in the lead- market share in TV advertising for both chan- Product and mobile phone are paving the way In Finland, MTV3 is largest medium that reach- ing Swedish commercial TV channel TV4. nels amounts to approx. 70%. Over 90% of MTV3 is Finland’s leading TV towards fully digitalized and interactive es approx. three million people daily and over Although the future will be all about mul- MTV MEDIA’s income is from advertising sales. channel with a total audience television. Finland will switch off ana- four million every week. The population in timedia, the jewel in MTV MEDIA’s crown is share of 36% in 2004. The core logue terrestrial networks in 2007 – pos- Finland is approx. 5.2 million. television. Television’s power to attract and Achievements mission of MTV3 is to broad- sibly the first country in the world to do The MTV3 television channel is part deliver communications and entertainment In the target group of 10-44 year olds the cast quality shows. Whether it so. of MTV MEDIA, which in turn is owned by is forever expanding and developing regard- share of viewing during ‘Prime Time’ of MTV3 is the news, sports, entertain- • Interactive MTV3 opens up a new world Bonnier AB (50%) and Proventus AB (50%). This ing programmes offered and technology. The and Subtv was 45% in the first five months ment or dramas, MTV3 always for advertisers in which the goal is to includes brands such as the TV-channel Subtv, seamless co-operation between the two chan- of 2005. The viewers found MTV3´s news pro- wants to begin the day by turn the TV viewer into a customer for a national radio channel, Radio Nova, and a nels, MTV3 and Subtv, and the programming gramme the most interesting compared to inspiring communications and electronic services. regional radio channel, Sävelradio, as well as schedules for both channels promise a strong the other Finnish news programmes. MTV3’s dialogue amongst the Finnish interactive services known as MTV Interactive. media both to viewers and advertisers. The nightly news broadcast, the Ten O’clock News, people. www.mtv3.fi

60 Superbrands Finland 61